Bachelor of Commerce in Digital Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose:
The primary purpose of the Bachelor of Commerce in Digital Marketing is to provide the learner with the necessary knowledge and skills to prepare them for opportunities and challenges within the Digital Marketing environment. This qualification offers a well-rounded understanding of theory and methodology, enabling learners to engage with marketing tools professionally. The qualification equips learners to pursue a career in Digital Marketing, utilizing technology to communicate products through social media platforms like Facebook, Instagram, LinkedIn, and websites. Learners will apply branding concepts to target niche markets, engage in web design and development, collaborate with technology specialists, and analyze data to work alongside web developers. Additionally, learners will explore various platforms such as mobile, online, search engines, and social media to grasp how technology can effectively market a business. The qualification emphasizes Digital Marketing strategies and solutions, highlighting their crucial role in achieving overall marketing objectives for an organization. Learners will comprehend the organizational environment concerning Branding, Web Analytics, Social Media, and Communications to make informed decisions in a professional context.
The Bachelor of Commerce in Digital Marketing aligns with the Department of Education Programme for Higher Education Transformation (1997), focusing on promoting social responsibility, creating awareness about higher education’s role in development, and equipping learners with skills and competencies for lifelong learning. The qualification aims to equip learners with the knowledge and skills needed for the rapidly changing Digital Marketing environment and to contribute effectively to this sector. Learners will understand digital marketing, social media, business communications, and branding principles and concepts, distinguishing their contexts and relationships in an integrated digital marketing communication approach.
After completing the program, learners will be able to demonstrate an understanding of relevant digital marketing principles, distinguish between digital marketing, media, and social media contexts, exhibit knowledge in digital content development, search engine marketing, and mobile marketing spheres, analyze marketing strategies to inform future approaches, apply traditional and digital marketing strategies to enhance brand visibility and consumer behavior, explain emerging digital marketing trends, assess the use of digital marketing tools ethically and professionally, analyze cross-cultural and ethical issues in digital markets, and use appropriate technology and resources to find, evaluate, and communicate information effectively.
Rationale:
The Bachelor of Commerce in Digital Marketing responds to the growing need for professionals in the digital era where effective digital communication and marketing strategies are vital for organizational success. Organizations worldwide are recognizing the importance of digital marketing to reach diverse target markets and are investing significant resources in improving digital marketing strategies. The qualification aims to provide learners with skills in digital marketing to meet the increasing demand for professionals in the field.
The program addresses the challenges faced by organizations in implementing effective digital marketing strategies using various digital communication technologies. Learners will gain knowledge and skills to function as digital marketers in the modern global marketing landscape, adapting to technology's ever-changing opportunities. The qualification enhances learners' understanding of digital marketing strategies, marketing communication, branding, web development, analytics, and ethics in the digital era.
Given South Africa's high unemployment rate and the need for specialized professionals in digital marketing, the qualification aims to bridge the gap by offering learners specialized skills and knowledge in this field. The target learners include Grade 12 graduates, members of organizations seeking to expand their digital marketing knowledge, and current marketers looking to enhance their digital marketing expertise. The program builds upon the Higher Certificate in Digital Marketing and aligns with the evolving needs of the marketing field in the digital age, preparing learners for various roles such as Marketing Managers, Search Marketing Strategists, Market Research Analysts, Advertising Managers, Public Relations Specialists, and new emerging job opportunities.
Overall, the Bachelor of Commerce in Digital Marketing aims to equip learners with the necessary skills and knowledge to thrive in the digital marketing landscape and contribute effectively to the marketing field.
Outcomes
- Demonstrate an understanding of the relevant digital marketing principles, concepts and processes through research.
- Distinguish between the contexts and relationships of digital marketing, media and social media as part of an integrated approach to digital marketing communication.
- Demonstrate knowledge relevant to the spheres of digital content development, search engine marketing, and mobile marketing.
- Analyse digital marketing strategies and techniques to inform future marketing strategies as identified during market research.
- Use traditional and digital marketing strategies to enhance brand visibility, accessibility and consumer behaviour.
- Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.
- Analyse cross-cultural and ethical issues in globalised digital markets.
- Utilise appropriate current technology and resources to locate and evaluate information needed to accomplish a goal, and then communicate such findings.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Investigate principles, concepts, and processes of digital marketing.
- Explore roles, purposes, and benefits of digital marketing.
- Apply research principles to problem-solving and formulating a research project for effective digital marketing campaigns.
Associated Assessment Criteria for Exit Level Outcome 2:
- Investigate the scope and context of digital marketing.
- Contextualise digital marketing processes and relationships within the organization.
- Analyse media as an advertising medium, and digital media interfaces.
Associated Assessment Criteria for Exit Level Outcome 3:
- Investigate the scope, role, and dynamics of e-commerce, search engines, and mobile marketing industry.
Associated Assessment Criteria for Exit Level Outcome 4:
- Identify and explore digital marketing requirements of the organization.
- Analyse digital marketing data, plans, and strategies to evaluate the success of digital marketing activities.
Associated Assessment Criteria for Exit Level Outcome 5:
- Examine branding transformations in the digital age.
- Apply brand identity and equity to an organizational context.
- Develop and apply personal presentation, branding, and business communication skills.
Associated Assessment Criteria for Exit Level Outcome 6:
- Develop and implement digital marketing plans and strategies within a business context.
- Consider and establish digital content strategies for various business purposes.
- Explore, develop, and apply web design and development for social media, search engine, and mobile marketing strategies.
Associated Assessment Criteria for Exit Level Outcome 7:
- Investigate principles, concepts, and processes of business ethics in digital marketing.
- Analyse socio-economic trends and their impact on the digital market for strategy formulation.
Associated Assessment Criteria for Exit Level Outcome 8:
- Analyse digital marketing data, plans, and strategies for evaluating success.
- Investigate web analytics as critical digital marketing analysis tools.
- Analyse social media, search engine, and mobile marketing strategies for informing future strategy development.
Integrated Assessment:
- The institution's assessment strategy has been reviewed and amended to align with accreditation criteria and national policy.
- The institution has transitioned from distance to online learning to enhance learner success.
- Formative Assessment includes knowledge checks, reflective assessments, and learning community assessments.
- Summative Assessment includes projects, exams, portfolios, and dissertations to evaluate learner outcomes comprehensively.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.